Brights Advisory is a strategy, management and operations consulting firm that implements their recommendations on the basis of their knowledge of people. Its brand identity is based on a minimalistic approach with a typographic logo without any specific symbol.
Branding involves working with an underlying concept, which highlights the company actions for better result. The present iteration was based on a "no-logo" idea. Good design means as little design as possible. A good logo is one which does not look like a logo. That is because it concentrates on what matters and the logo is therefore not weighed down by non-essential elements.
The remaining materials focus on
understandability. Function over form. Clarity was the main goal.